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39 Cards in this Set
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In class, we saw a print ad for "NEW! Age Defying" Arm and Hammer Toothpaste. What type of ad was this? |
Pioneering |
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In class, we talked about the stages in the personal selling process. In which stage do you attempt to establish an initial rapport with the prospect (which will set the foundation of the relationship)? a. Prospecting b. Preapproach c. Approach d. Presentation e. Close |
Approach |
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In class, we thought about planning for recruiting and selecting the salesforce. Which step involves defining the actual aptitude, skills, knowledge, personal traits, and willingness to accept occupational conditions necessary to perform the job? a. Job Analysis b. Job Qualifications c. Job Description d. Recruitment Objectives e. Selection Strategies |
Job Qualifications |
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In class, we thought about criteria which can be used in evaluating sales person performance. Which type of evaluation would include an assessment of improvements in characteristics of salespeople that are related to successful performance in the sales job? a. Behavioral criteria b. Professional Development criteria c. Results-based criteria d. Profitability criteria e. Overall performance criteria |
Professional Development Criteria |
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Which of the following statements regarding cold canvassing is MOST ACCURATE? a. Currently, there are no federal regulations regarding cold canvassing. b.Generally, only 1 in 100 cold canvass calls results in a sale, so it is only effective for costly items. c.Cold calling is the most common type of sales prospecting in Asia and Latin America. d.About 75 percent of U.S. consumers consider cold canvassing an intrusion on their privacy. e.The Telephone Consumer Protection Act not only protects citizens, it also ensures the rights of telemarketers to call anyone listed in a public directory, whether they choose to be called or not. |
About 75 percent of U.S. consumers consider cold canvassing an intrusion on their privacy. |
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In the __________ stage of the personal selling process, the first impression is critical. a. prospecting b. preapproach c. approach d. close e. follow-up |
approach |
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Encyclopedia Britannica used to pay to have a business reply card bound into magazines adjacent to its advertisement. The ad asks people to return the card for more information on how its encyclopedias can help children do better in school. Encyclopedia Britannica was engaged in a. cold-canvassing. b. order taking. c. sales follow-up. d. stimulus-response selling. e. prospecting. |
prospecting |
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Competitive advertisements that show the relative strength of one brand over another are referred to as __________ advertisements. a. advocacy b. competitive c. reminder d. comparative e. differentiation |
comparative |
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What type of product advertisement is the Dove Promises Chocolate ad above? a. pioneering b. reminder c. reinforcement d. comparative e. competitive |
reminder |
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Consider Figure 20-7 above, which is an account management policy grid that groups customers according to the level of opportunity and the firm's competitive sales position. "A" represents which account management policy? a.accounts that the firm should consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping account if unprofitable b.accounts that should emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible c.accounts that offer a good opportunity because they have high potential and the sales organization has a strong position d.accounts that should receive a high level of sales calls and service to retain and possibly build accounts e.accounts that should receive moderate level of sales and service to maintain current position of sales organization |
d.accounts that should receive a high level of sales calls and service to retain and possibly build accounts |
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From what we heard in class, which form of media would you choose if your ad needed the consumer's attention and needed excellent quality of reproduction. a. Television b. Radio c. Magazine d. Newspaper e. Yellow Pages |
magazine |
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In class, we looked at the "recruitment pyramid." Based on this example, about how many "leads" do we need to begin with to end up with 2 people reporting for work? a. 2b. 14c. 21d. 30 e. 120 |
120 |
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In class, we looked at the "recruitment pyramid." Based on this example, what is the ratio of people interviewed to actual offers? a. 2:2b. 3:2 c. 10:1d. 30:21e. 4:1 |
10:1 |
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In class, we heard from Tim Apel on Personal Selling. When discussing the "KEY" to selling, he indicated that he feels it is: a. offering the lowest price compared to the competition. b. providing the customer with personalized sales and service c.having more advertising support for your firm that anyone else in the local market. d. having managers who can closely monitor the sales force for quality. e. He indicated that ALL of the above are "KEY" to successful selling. |
b. providing the customer with personalized sales and service |
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Reinforcement ads are reminder ads that a.assure current users they made the correct choice in choosing the product. b. reinforce previous knowledge of a product. c.repeat ad campaigns that have been used before in order to remind consumers of how good the ads were. d. reaffirm a company's position on an issue of importance or interest. e.reassure the company it has made the right choice in advertising the product. |
a.assure current users they made the correct choice in choosing the product. |
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A trade promotion where the manufacturer gives a retailer a case allowance price for products in their warehouse, which prevents shelf stock from running down during the promotional period is referred to as a __________ stock protection program. a. level b. floorc. ceilingd. grounde. hedge |
floor |
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Product placement refers to a.the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. b.the relative value of a product's physical location based on line-of-sight positioning on a retailer's shelf. c.the placed on retailers' shelves or in showrooms based on the slotting fee paid by the manufacturer. d.the use of a brand-name product in a movie, television show, or commercial without the manufacturer's knowledge or permission, and without compensation. e.a variable fee paid by producers of movies, television products, or commercials to a manufacturer for the rights to use a product as a prop in one of their creative scenes. |
a.the consumer promotion that involves the use of a brand-name product in a movie, television show, video, or a commercial for another product. |
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Which type of sales presentation would be best suited for an inexperienced, less knowledgeable salesperson? a. need-satisfaction presentation b. stimulus-response presentation c. cold canvassing d. canned sales presentation e. directed selling presentation |
d. canned sales presentation |
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When people outside the target market for the product see a firm's advertisement, it is referred to as __________. |
wasted coverage |
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The Starch test uses aided recall to determine the percentage of those who: (1) remember seeing a specific magazine ad; (2) saw or read any part of the ad identifying the product or brand (seen-associated); (3) __________; and (4) who read at least half of the ad. a. who felt the ad was vague or ambiguous b. who felt elements of the ad were inappropriate c. who read any part of the ad's copy d. who could summarize the key ad points in their own words e.who remembered having seen the ad before and had already tried the product |
c. who read any part of the ad's copy |
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In class, we talked about the stages in the personal selling process. If you are meeting with the prospect for the first time, which stage of the process are you in? |
approach |
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According to the lecture, free samples, sweepstakes, and contests are all examples of: a. specialty advertising b. publicity c. sale promotions d. personal selling e. direct marketing |
sale promotions |
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In class we heard about different types of social media. Based on class, what type of social medium is Flickr? a. Social Network b. Bookmarking Site c. Social New d. Media Sharing e. Microblogging |
Media Sharing |
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In class, we viewed an interesting promotional device. A restaurant created a huge graphic of a person with an open mouth. The open mouth was placed directly in front of a tunnel. The graphic read, "All you can eat, Oldtimer Rest stop." This was presented as an example of: a. a print ad b. outdoor advertising c. using "sex to sell" d. a version of newspaper advertising e. an interactive ad |
outdoor advertising |
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What is another term that is sometimes used interchangeably with "social media?" a. net platforms b. Web 3.0 c. user generated content d. user platforms e. peer-to-peer networking |
user generated content |
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Advertisements that focus on selling a product or service and which can take three forms—pioneering (or informational), competitive (or persuasive), and reminder—are referred to as a. product advertisements. b. service advertisements. c. persuasive advertisements. d. institutional advertisements. e. cooperative advertisements. |
product advertisements |
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A need-satisfaction presentation refers to a presentation format that a.uses computer, information, communication, and Internet technologies to make the sales presentation more effectively and efficiently. b.consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect. c.assumes that given the appropriate stimulus by a salesperson, the prospect will buy. d.emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers. e.builds ties to customers based on a salesperson's attention and commitment to customer needs. |
d.emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers. |
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Recent studies comparing advertising in different media suggest that magazine advertising a. takes a relatively short time to read. b. incorporates four-color graphics too frequently. c. usually has little competition with other media features. d. is quickly replacing television advertising. e.is perceived to be more trustworthy, inspirational, and engaging than other media. |
e.is perceived to be more trustworthy, inspirational, and engaging than other media. |
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According to Figure 19-4 above, Facebook had about __________ unique U.S. visitors as of mid-2013. a. 35 million b. 78 million c. 92 million d. 139 million e. 175 million |
139 million |
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From what we heard in class, which advertising media has the disadvantage of having a nonstandardized rate structure? a. Television b. Radio c. Magazines d. Newspapers e. Internet |
radio |
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According to the lecture, which type of selling is the greatest number of people engage in? a. Relationship selling b. Partnership selling c. Enterprise Selling d. Order Taking e. Order Getting |
order taking |
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From what we heard in class, which form of media offers low cost per unit of time and good geographic flexibility? a. Television b. Radio c. Newspapers d. Billboards e. Internet |
radio |
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In class, we talked about how Social Media can generate sales. We noted that if your people who are in your customer's network see that your customer likes and trusts you, then they are likely to remember your brand to to buy from you. What did we call this effect? a. Customer Retention & Loyalty b. Community & Acquisition c. Trust & User Generated Content d. SEO & Acquisition e. Drive Foot Traffic |
b. Community & Acquisition |
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The use of teams of sales, service, and technical personnel who work with purchasing, manufacturing, engineering, logistics, and financial executives in customer organizations is referred to as __________. a. sales analysis b. formula selling c. adaptive selling d. consultative selling e. key account management |
e. key account management |
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In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line. a. trade announcement b. news release c. infomercial d. news conference e. public trade announcement |
news release |
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Much of Google's success is based on the ten guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer." a. be an Einstein b. ask a question c. be in need d. be at your desk e. be on your computer |
be at your desk |
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Davidson-Uphoff & Company sells ironware accessories for home and garden to retailers. The salespeople for this company are trained to ask probing questions such as, "What are the decorating trends in this region?" and "What are you doing to take advantage of this trend?" This company trains its salespeople to develop a sales presentation style that emphasizes the needs and wants of its retailers. Once key needs have been uncovered, the salesperson is taught to tailor his or her sales presentation so that the retailer can see why he or she should carry Davidson-Uphoff products. Davidson-Uphoff's salespeople are learning the __________ selling format. a. need-satisfaction b. formula c. stimulus-response d. creative e. problem resolution |
need-satisfaction |
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A(n) __________ reimburses a retailer for extra in-store support or special featuring of a brand. a. organizational allowance b. case allowance c. finance allowance d. manufacturer's inducement e. merchandise allowance |
merchandise allowance |
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Today, there are two popular variations of sweepstakes: (1) onethat offers products that consumers value as the prize and (2) one that offers __________. a. double or triple the face value of a coupon as the prize b. a free sample of the firm's product as the prize c. an "experience" as the prize d. a cash rebate for the purchase of the firm's product as the prize e. a BOGO deal as the prize |
c. an "experience" as the prize |
